Before developing a brand value proposition, we need to identify the brand's differentiated positioning. This must be achieved through methods such as benchmark brand analysis, self-brand analysis, and customer surveys. Benchmark analysis helps us identify competitive advantages that differentiate us from competing brands.
Know your enemy and know yourself. Read More »
Why do brands need a mission and vision? Just like a person's career planning, in addition to a short-term plan of action, there must be a medium- and long-term goal as a direction to strive for. A brand's mission and vision is also an integral part of the brand's business strategy.
For 150 years, the brand logo of international manufacturer Bayer Pharmaceuticals has been continuously updated, witnessing adjustments and transformations in commercial strategies across the overall market.
Bayer, the Brand Renewal Journey of a Century-old Pharmaceutical Company Read More »
4 Tools to Convince Decision Makers and Stakeholders to Invest in Professional Brand Management
Branded White Book Read More »
Facing the new digital world, what should our brand operators do? How do we embrace the new digital world? What is our digital strategy? Do we have enough digital talent? How can our digital investments generate returns? These are probably the major challenges faced by all brand operators.
Digital Transformation of Brand Management Read More »
For B2B brands that appear to engage in rational transactions, it's not only necessary to break free from the red ocean of low-price competition and shift from a price-based mindset to a value-based mindset, but also to establish "emotional" differentiated value for the brand, which is the key to success.
Sensibility that makes B2B brands stand out! Read More »
The true challenge lies in the journey of executing work and achieving goals, where opening your radar to gather and analyze ever-changing information to continuously think, strategize, adjust, adapt to change, and prepare for the future is essential.
A good design strategy guides, provides clear thinking direction, and helps us make good use of various design tools to build brands.
Brand name is one of the key elements of people's first impression of a brand. A good brand name helps the brand win at the starting line.
Good Brand Naming Gives Brands a Winning Start Read More »
Originally a Washington, D.C.-based nonprofit organization founded by journalist Molly Bingham, Orb develops "new digital journalism for the public" by combining in-depth data analysis, intelligence, and professional journalism.
Digital News for Everyone Read More »
